Its Bowtime!

Ad Infuse, which specialises in personalised mobile advertising, has revealed that it is delivering an integrated mobile advertising campaign for Scottish & Newcastles Strongbow cider brand, via the UK mobile social network, Flirtomatic.
Ad Infuse is targeting Flirtomatics 700,000 users with banner ads that offer them the opportunity to give friends and prospective flirts a virtual pint of Strongbow. The virtual pint appears in their flirtees flirtogram inbox, and clicks through to a mobile Internet site bowtime.mobi where they can register to receive a mobile voucher for a free pint of Strongbow, along with details of the nearest pubs where it can be redeemed during Bowtime 5pm to 7pm each Tuesday.
Ad Infuse says that this is the first time that a brand has used a UK mobile social networks gift-giving capabilities and that Flirtomatic was chosen due to its stringent over-18 age verification process. The campaign is part of Strongbows new mobile-based Bowtime CRM programme, which launched last week, and will also embrace a wider, above-the-line campaign drive consumers to the mobile Internet site for a four-week period.
To date, Ad Infuse has delivered the mobile portion of several integrated campaigns for major brands such as Unilevers AXE and BMWs Mini Cooper, says Stephen Upstone, Managing Director of European Business Development at Ad Infuse. Weve also been delivering innovative, targeted, multi-format advertising through Flirtomatic for several months, so the campaign for Strongbow was a natural fit for us. The Strongbow campaign is a great example of how the unique aspects of the handset ubiquity, personalisation and mobility can be used as the centrepiece for a wider creative campaign.